It is because you are calling the_row()
twice before you show the first item
// the_row() in the next line sets up the first row
<?php if( have_rows('services', 'option' ) ): //the_row(); // remove this one
// setup the unordered list
echo '<ul>';
// the_row() in this line increments row to the next one
while( have_rows('services', 'option' ) ): the_row();