Crossword Genius

Controversial reason for action online? (7)

Ross

I believe the answer is:

emotive

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'controversial' is the definition.
(I've seen this before)

'reason for action online?' is the wordplay.
I cannot really understand how this works, but
'reason' could be 'motive' (I've seen this before) and 'motive' is found within the answer.
'online?' could be 'e' (abbreviation for electronic, e.g. in ecommerce) and 'e' is found within the answer.
No letters remain.
This explanation may well be incorrect...

Can you help me to learn more?

(Other definitions for emotive that I've seen before include "Arousing intense feeling" , "Stimulating to feelings" , "Argumentative" , "Arousing much feeling" , "ignoring rationality?" .)

I've seen this clue in The Telegraph.
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