The Crossword Centre Clue-Writing Competition

CCCWC July competition voters’ comments
 
Clue no. 21: High-class carrier hasn't completely lost heart to dealer

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A clue to MERCHANT.
2 comments refer to this clue (from 2 competitors, 0 others)

Here is the text

Comments on the clue
1.why use 'completely' when clue works without it as well? because of the apostrophe?? ah, too much fairness. too much.
2.Struggling to parse "hasn't completely lost heart (to)" – why "completely"?