The Crossword Centre Clue-Writing Competition

CCCWC March competition voters’ comments
 
Clue no. 10: Brand no longer worth being listened to

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A clue to EXCALIBUR.
3 comments refer to this clue (from 3 competitors, 0 others)

Here is the text

Comments on the clue
1.The obvious response being "was he ever?" Slightly awkward surface, since the natural phrase "worth listening to" can't be used here.
2.Nice construction, but needs a stronger definition to earn points
3.Surface sounds a bit odd, ie 'listening' to a brand