Crossword Genius

Cycling brand to make listening devices (4)

Ross

I believe the answer is:

ears

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'listening devices' is the definition.
(I've seen this in another clue)

I don't understand the remainder of the clue.

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(Other definitions for ears that I've seen before include "Organs of hearing" , "Locations for buds or studs?" , "Seed-bearing parts of corn" , "Shakespeare 'Friends, Romans, countrymen, lend me your . . . .'" , "One's hearing aids" .)

I've seen this clue in The Independent.
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