Chia Seeds Energy Food - Fact or Myth?

The interest in Chia seed has continued unabated since the publication of Born to Run. Unlike other super food which has been processed into pills, drinks and what nots, at the current moment, Chia Seed is still sold in its seed form. 

So is it really that great a super food? Does it really provide the much needed energy to fuel a run?  Unfortunately, the truth is after 1 and a half year, I seriously still don't know.

After a period of almost 1 and half year of consuming it, I still haven't come to a conclusion whether it is of any benefits to runners. The thing is, unlike the Tarahumara who eats it daily, I am a teeny weeny bit inconsistent in my consumption. The Tarahumara make it into a sort of gel which means they put loads of the Chia seeds into their mixture and when the whole thing coagulates, it becomes sort of jelly/gel like. Therefore, it is likely that the mixture provides a more filling meal than what I usually do.

Typically, I add Chia Seeds to my drinks, (when I remember). But I don't add a lot. Just a sprinkling. enough to cover the surface of the cup. And this is not for my runs. Just a typical after dinner drink. For runs, if I am carrying a water bottle, I will make my own mixture comprising gatorade mix or whatever energy mix available; orange juice, honey if available and water topped with Chia Seeds. But most time I don't carry a bottle while running which means the mixture becomes an after run recovery drink which kinda defeats the purpose and runs contrary to how the Tarahumara uses it.

The past year has also coincide with a year of less intense running, shorter distance, less races and more slacking. So performance and speed has deteriorated. Of course, that could also be the result of ageing. So there has been nothing positive that I can pinpoint as the direct result of consuming Chia Seeds.

So the thing is, is Chia seeds really that good? Does it really provide energy for running? Is it a myth generated by Born to Run, unintentionally? And how do people in this region consume it?

Anybody care to share their own experience?