[REF] website_sale(_*): review product item display

* comparison

There is a somewhat big difference between BS3 and BS4: <h5> titles
were the size as normal text and <h6> were smaller while, now, <h5>
titles are a lot bigger (1.25x) than normal text and <h6> are the
same size as normal text.

While both system may be consistent, we feel that standing for BS4 is
the best approach. That way, the smallest <hx> (<h6/>) should be used
for titles of items that are numerous in the page. This is the case
for our shop listing, each product as its own title and before, we used
<h5/> element. Using <h6/> for those feels semantically more consistent
and goes with default BS4 style.

Also review the product comparator popover.

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