In light of this, the company faces a dilemma: it can either enforce the fine print and risk making some second-hand buyers or sellers mad, or ignore its own rules to avoid alienating customers.
Even though it's clear on Olive Garden's site that the cards aren't allowed to be re-sold, the company plans to flex on this somewhat in the spirit of maintaining good guest relations.
Read MoreOlive Garden: $100 for 7 weeks of pasta
"The cards are personalized and not transferable; however, hospitality is core to who we are, which is why we'll work with anyone who's purchased a card on eBay to ensure they enjoy Never Ending Pasta Bowl. I'd encourage those guests to reach out to us directly via phone or social media," said Tara Gray, a Darden spokeswoman, by email.
On Monday, the pass promotion drew half a million visitors within the first half hour. At times, the volume was so great, the promotion's site suffered technical glitches.
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