I agree option 1 is the easiest to get out of the door. At least a relatively small team can test the waters on this, especially as Facebook is throwing in a lot of help as well.
But I don't think option 2 necessary means 'double payment fees', because if a startup buys from say Konga, to then resell, then they will likely be purchasing at a discount.
Of course it's early days yet & I'm sure there will be lots of bots unleashed with absolutely zero value. So too early to tell if it's going to be worth all the effort. But definitely a potential billion dollar pot of gold, at the end of this road.