I've created new Product and Content types, similarly the example products are created in DCK (Drupal Commerce Kickstart). Here are a couple things, I can not figure out yet:

1. I assume, that Content type is used to display product page, where user can select variations, and make purchase. As well Product type is for particular product definition, including use of this content type with Entity Inline Forms, to add product variations to Product content type.

Regarding Displays, which of Content/Product type actually impacts real display of product page?

If going with my own assumption (like above), I tend to think, that Content type displays would actually impact it. But some time yes, and some time no - have to change display settings in particular product type, not content type. Besides, I do not have an option in product Content type to enable different displays, like in product type. Why?

2. When I build new Product/Content type, and add product to shop, it is displayed in default All products (/products) view, but still it's different in terms of Title field style.

I could probably overcome this with custom css styling, but still want to figure out, why HTML layout for custom node type is different, thus not getting default CSS applied?

I've set up replacement for title field and applied the same Fences formatting in Manage fields section (both product and content types, as in example forms), but still HTML layout of title field is different. Example products get h2 tag, but my custom product - just div tag. Looking via Theme Developer, different template files are applied, where in example product, ./commerce_kickstart_theme/templates/field--fences-h2--node.tpl.php file is applied, but in my custom node - ./contrib/fences/templates/field--fences-div.tpl.php - e.g. regular module template is applied.

Where is the place, I should bound my new product type to use commerce_kickstart_theme field template?