What the seed?

Has anyone else heard about Chia seeds lately? Its weird I've been hearing about them more and more lately in random situations. To be honest, I don't even know what they are or where they come from or what they are good for. Decided to do a little researching to figure it out.
Chia is grown commercially for its seed mostly grown in southern America and Australia. An ounce of seeds contain 4g Protein, 11g Fiber, and 9g Fat. They can be eaten dry, whole as a seed, soaked in fruit juice, or ground and put into baked goods. According to one site, Chia seeds are popular for weight loss. I assume because of the fiber, protein, fat content...they are probably filling and in conjunction with that reduce food cravings. They are also the richest plant source of Omega-3's. Interesting... I bet it would be a good addition to oatmeal!