The reason that this might not have been noticed: in FontLab 6 and maybe some versions of 7, this was just called "Commands". This apparently is something more familiar to programmers than designers. Thank you FontLab for changing this to "Commands & Shortcuts".
Also in most apps, "Assign Shortcuts" or just "Shortcuts" is accessed through preferences.
A couple ideas to make this easier to find:
1. Move it to Preferences. (But preferences is already pretty crowded.)
2. Add a section to preferences, and when you click it, the same dialogue comes up.
3. A video or writeup on setting shortcuts.
Also, the dialogue for commands is a bit tricky, because you have to push "Set", like Patrick showed in his step by step. In many other apps, once you put in the shortcut, it sticks. That's without any further need to push another button. Every so often I get confused about this again, and remember that I forgot to push "set".
Just some things I notice about this.