Because, for example, ultimately it's genuine (7)
I believe the answer is:
sincere
'genuine' is the definition.
('sincere' can be a synonym of 'genuine')
'because for example ultimately' is the wordplay.
'because' becomes 'since' (I've seen this before).
'ultimately' indicates one should take the final letters.
The final letters of 'for example' are 're'.
'since'+'re'='SINCERE'
'it's' acts as a link.
(Other definitions for sincere that I've seen before include "Unfeigned, genuine" , "True" , "Free from pretence" , "Free from deception" , "devout" .)