Re: Some assembly required
This was my thought too; SpaceX could concentrate on making the regular Falcon a man-rated booster for putting a small capsule into LEO. There's already a market for this with ISS missions.
Not "could" - are. For precisely that (Commercial Crew Contracts). Just last month they were out throwing a Crew Dragon test article in the ocean developing their recovery procedures.
Until BFR comes along, they'd use the Constellation two-launch architecture for for any longer jaunts. Crew goes up on F9, support module, etc on an unmanned F9 or FH (depending on what you're doing), dock in-orbit and go from there.