The issue with coils is that they generally fail when they get hot, not on cold startup. If they fail open you are lucky, because it's easy to find and fix. Sometimes these particular coils fail to ground though and because they are inserted in the head, the arcing can't be seen. If you take the coil out and test it, it could test fine electrically with an ohmmeter but.... put it in the head and pfftt.
I think you have verified that the battery voltage is good under load (over 10.8v), the engine is spinning over fast enough whether on initial startup or 2nd one and the reason for a faster starter speed on 2nd start is because, as Turbo stated in post #11, you aren't getting any ignition help until the 2nd start attempt. You stated that your fuel pump runs right away so what is potentially stopping ignition... Are the injectors not getting a signal to spray fuel or are the coils not getting a signal to fire?? I like the theory of some burnt contacts in the relay. Cheap thing to check.