Seen it. Currently evaluating it for myself. It is simply chia seeds (
see Wikipedia entry).
Companies are trying to hide that it is chia seeds, simply because they know that people can go buy it elsewhere for a lot cheaper.
Here's another product (MLM) that never mentions chia once...
Anutramax.
There are some pretty significant claims made on that site regarding health benefits, I'm interested to see how they play out.