Seems like the idea was that the card was a keepsake for those attending the service. Kind of surprised that they would find their way to eBay, but I guess I shouldn't be.
Because some people went to the service and snatched up a bunch of cards specifically to cash them in on eBay.
The following is a quote from the eBay listing:
These cards were given out at Jay's funeral. I was able to get a few of them.A
few of them? Really? WTF?
And now they'll sell one a week, as is their practice, until the cards are all gone.