See here is the issue.
You can't say they aren't cutting into their sales. By placing a transcript of the story online you are telling enough of the story that could be deemed plausible for people to not need the comic. If people don't need it they are getting the story for free thus not purchasing it.
I for one have not bought the comics, i've thought about it but I'm never near a comic store. It's not a big enough draw for me to go really out of my way BUT if I was in the vicinity of the store, I'd buy. However, if I had the transcripts online then I really wouldn't buy them.
And that may be true for some people. Maybe even me...for a while. Eventually though, I'd get the comics just to have them. And, if the story was what people bought comics for...there would be more of an issue. They buy it for the artwork, the variant covers, the sheer fact that it IS a comic book, who drew the pictures, who published it, what kind of condition it's in...etc. I might rather READ a transcript, but it wouldn't stop me from wanting to have the comic...one day.
Just like a transcript isn't the same has owning the DVDs.
Writing a Transcript so that people who haven't bought it can gain free access is the same as taping a movie at the cinema and passing it on.
And, technically, it would be like audio taping the movie and passing it on. Could someone kind of know what's going on? Sure. But, would that necessarily stop them from seeing the movie? Maybe, but not the bulk of the world.
The bulk of the world that is BUYING the comics want them.
It's also hard to compare it to a summary. Because there are too many levels to a summary. You have the summary on the back of the book that says, "Buffy's back from the dead...again" and other things, but that tells nothing. Then you have GOOD summaries that would actually tell you what happened in great detail.
In truth, after reading the comics...at least the first 5, I'm not sure I would put a lot of faith in a transcript if I were to just happen upon it. First off, assuming you hadn't read any of the comics, how would you KNOW this was the REAL THING. Second, even if I read the first one and was looking for the next 4 online...Joss is good at leaving things for us to ponder about and see different parts of. (Please refer to the zillions of posts with differing opinions about how or why things happen) I'd be too scared that the person who wrote the transcript was emphasizing parts that THEY found important and leaving out other parts. Which is why I'd want the comic.
There may be a FEW people who might just want to cut to the story and be done with it and wouldn't buy it. But, they may also be the type people who would come here and read the posts or might ask you about the comics, you tell them and they don't buy them. That's a RARE person though.
It's why I don't put a "no right click" on the paintings I list online. The resolution isn't good on them and people could MAYBE print out a half decent copy on an 8x10. But, that doesn't really cut into my sales. Anyone who would settle for an 8x10 printed out on paper isn't really going to be dishing out the big bucks anyway.
It's more about what they'd LEGALLY have rights to. Legally, they can't stop you from passing along knowledge. Just like they can't stop you from telling me what happened on Law and Order last night and they can't stop me from seeing the next 6th Sense and telling you how it ends. They can't stop me from posting it up everywhere either.
They can LEGALLY stop you if they can 1.) PROVE that you're costing them profits or 2.) benefiting from their work.
They do have the right also, to ASK you to take it down. Which would be smart to then take it down because they have the right to then sue you and say, "Lookie, we just put out our own transcripts for sale and they're giving it away for free" and you have to pay them.
As for morally wrong, it would all depend on your motive. If your motive was to make a dent in the comic sales then that would be wrong. But, I can think of logical reasons to do it.
I have A.D.D. and I must admit, the comic format is rough on me. I'm easily distracted by the pretty pictures. In fact, all of them are going to have to be read again at least two more times before I'm sure I can relate the story to people.
My brother, he's colorblind. I showed him one of the comics the other night (because of this thread) and he said he would have given up. He can read the words, sure, but when the colors run together in your head...I can see where you wouldn't get much out of it. It would be easier to just read "Buffy bashed the demon in the head with a big sword" than try to make out what the picture is. (we noticed there is a LOT of red and green in those books which is what he's the worst at seeing.)
My sister is a 36 year old who works in an office. She was saying she couldn't borrow my comic this week, even though work is slow because she can't read comics at work and even if she could, she'd look like a big dork. Although, she COULD read a pile of papers without obviously looking like she's being a slacker. Since she was just planning on taking my comics until an Omibus came out, it would be helpful for her too.
Legally, it would be okay...with the knowledge we have NOW and assuming there are no transcripts to buy floating around out there and you aren't personally making money off of them...and are willing to take them down if and when Dark Horse or the writers ask you to. Morally, you'd just have to have a reason that was more to helpful than "I'm out to keep Joss and Co. from getting money from these books."
I had to look into the whole thing about 6 months ago when we happened upon a woman who was using a picture of one of my paintings as the logo for her eBay store. She didn't own the painting, just had copied it off the internet somewhere. I was able to ask her to take it down or to pay me for the rights to use it. Luckily, she DID take it down. But, I really had no LEGAL action I could take if she hadn't, unless I could prove that 1.) I was losing money off her using it or 2.) she was MAKING money by using it. Sadly, I couldn't prove either. It would be pretty far fetched to go to court and claim her LOGO was the reason that her auctions for slippers were selling. The best that would have happened is that the court would have made her take it down. I couldn't collect any damages. And, it's nearly impossible to prove NOT making money off of something that isn't the same as what you are selling.