I believe the transaction fees levied will be set by the elected delegates who collectively control the genesis account authority. So it could be cheaper if the shareholders will it to be.
This. We're going to great lengths to make many of the parameters settable by the delegates. In times past, some have looked negatively on changes made by the developers. With chain parameters, we will have the technical means for many different potential changes to be implemented by the network without developer involvement, including the fee schedule.
The key to growth is user acquisition, and the key to user acquisition is incentivizing marketers to help us acquire users. Diluting to fund this incentive is unsustainable, funding it through fees means that each individual marketer's pay is tightly coupled to performance and the system is fiscally sound (incentives to acquire new users < fees from new users). In order for this to work, the incentive must be high enough, therefore fees must be high enough.