A Question About Complete Comics or Stories

I have noticed that quite a few blogs are now posting scans of either complete comics or complete stories online. I'll be right up front and say that I think it's great. But... can it last? Will the comics companies accept this as a natural progression? A friend of mine reposted an issue of Fantastic Four to the Usenet newsgroup alt.binaries.pictures.comics.reposts a few months ago, and received a cease and desist letter from Marvel's lawyers.

What say you?