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The clue is “One place where the last word happens to be first!”
The answer is (Sept 14)
“I-Deal”.
Apart from knowing Deal is an English town, I don’t get it.

The definition is a little loose for my liking, but I believe it's based on 'the last word' in something (eg 'the last word in luxury') being the ideal form of it. The Collins online thesaurus gives 'last word' as a synonym for 'ideal' (although it isn't an exact one) so that may be where the setter got the idea from.

Thanks, spoffy. That makes some sense, but definitely a bit of a stretch !