Crossword Genius

It's simply the last word! (3)

Ross

I believe the answer is:

end

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'last word' is the definition.
(I've seen this in another clue)

'it's simply' is the wordplay.
'it' becomes 'e' ('e' can mean 'electronic' which is similar to 'IT').
'simply' becomes 'nd' (I can't justify this - if you can you should give a lot more credence to this answer).
'e'+'nd'='END'

'the' is the link.

Can you help me to learn more?

(Other definitions for end that I've seen before include "death" , "SECOND PART OF 24" , "Game at bowls" , "Aim or goal" , "Goal; destruction" .)

I've seen this clue in the Evening Standard.
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