In a landmark effort to have you put down the Ruby Tuesday's menu and start thinking about Olive Garden for just a second please, Olive Garden announced the Never Ending Pasta Pass today. For just $100, you get seven weeks of unlimited pasta, breadsticks, salad, soda, and other things that are served at Olive Garden.

Just think: while the plebes at Red Lobster are plunking down $15.99 for a one-time shot at unlimited shrimp and Friday's fans endure actual torture to squeeze their money's worth of endless apps, you'll be embarking on a multi-visit Mediterranean voyage. Addio, my amico. Your fettuccine alfredo awaits. Don't forget to wear protezione solare!

Why the sudden benevolence? Jay Spenchian, the Garden's executive vice president of marketing, pulled no punches in a statement to USA Today: It's all about that autentico social media buzz.

"What we're trying to do is get some attention," says Jay Spenchian, executive vice president of marketing. "It's sure to provoke a reaction."

Olive Garden: When you're here, you're famiglia, baby. Some marinara for your grissino?

There's a catch, however. Olive Garden wants good press, not to bankrupt itself, so only the first 1,000 entrants are qualified for the infinite starch deal. Sales begin at 3 p.m. today. Sign up ASAP.

[Image via Wikipedia]