The ultimate consumer? (3-4)

I believe the answer is:

end-user

'the ultimate consumer?' is the definition.
(I've seen this before)

'ultimate consumer?' is the wordplay.
'ultimate' becomes 'end' (similar in meaning).
'consumer?' becomes 'user' (user is a kind of consumer).
'end'+'user'='END-USER'

I've seen this clue in The Telegraph.

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