Wayne Coates and Ricardo Ayerza are research scientists who were affiliated with the Office of Arid Land Studies of the University of Arizona in Tucson. They have conducted research on chia seeds since 1990. Their book, published in 2005, is a thorough and very readable treatment of the history and uses of chia seeds.
I highly recommend this book to anyone with a serious interest. Order it here.
Why would anyone want to do this??
These two jars will cost you over $30, shipped. This will give you 20 daily doses of fiber (a ground powder to add to smoothies) and 30 daily doses of omega-3 softgels. Here's a descriptive brochure.
I love to do math, so I created a spreadsheet comparing these products with a pound of generic whole chia seed, purchased for about $15.
Here's the bottom line:
So for an extra dollar per serving, this product will give you fewer calories and a little more protein, fiber and calcium, but only 2/3 the omega-3s.
If you prefer your food in powdered and pill form, maybe it's worth it to you. But not to me!