Earlier quoted context omitted.
Another way would be to charge a modest lottery entrance fee and limit the number of winners to a sensible quota.
Rationing is not a very fair way to distribute goods or services to people. Some people may value it just enough to pay the entry fee, while others might value it a lot more, but now they have the same chances of receiving it. If you prohibit people from on-selling their tickets, then you also causes losses when people change their minds but are already locked in by the lottery.
You could just have a return program. 30 days out it is free, 10 days out and you pay a small percentage but get your money back. You don't need to rely on selling tickets to others to get your money back