Crossword Genius

Ignore incentive to buy (8)

Ross

I believe the answer is:

discount

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'ignore' is the definition.
(I know that ignore can be written as discount)

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

Can you help me to learn more?

(Other definitions for discount that I've seen before include "Deduction granted on payment" , "Reject as unimportant" , "Disbelieve" , "Ignore - price reduction" , "Reduction in price for conduits" .)

I've seen this clue in The Sun.
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