Crossword Genius

Softer than velvet? That's rich! (5)

Ross

I believe the answer is:

plush

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'rich' is the definition.
(similar in meaning)

I don't understand how the rest of the clue works.

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(Other definitions for plush that I've seen before include "Fabric with a long velvety pile" , "Rich fabric" , "Fabric; richly luxurious" , "Cut pile, softer than velvet" .)

I've seen this clue in the Evening Standard.
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