All true. The first used F9 payloads will likely be Geosynchronous communications satellites, where the smaller payload is mostly fuel for apogee kick and station keeping, and the rest is mostly off the shelf hardware.

Alternately, operators of large constellations, eg. Iridium that can replace the payload relatively quickly and cheaply. Opportunity cost can be mitigated if some of the payload is intended as on-orbit spares.