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
// the_row() in this line increments row to the next one
while( have_rows('services', 'option' ) ): the_row();
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