Longtime Amazon.com partner Borders opened an independent storefront on the Web today. Analysts don't hold high expectations for the new Amazon rival and Borders Group Inc. president and CEO George Jones told the AP the company knows what's up its up against. "It's not the intent that we're going to out-Amazon Amazon at what they do," Jones said. So what is the intent behind Borders's store on the Web? Likely, Borders opened shop on the Web to help sell the company. Two months ago, Borders announced it was for sale and only last week, Barnes & Noble confirmed a team of its executives are looking into a deal.