Amaranth: Food or Fiend?

As usual, I spent a portion of my day grocery shopping. I have become more intrigued by different products being marketed that people are eating, so I now will walk more isles to see what options are out there. Today, I had to stop dead in my tracks while in the organic section. I don't usually buy organic because

1) I know how it is produced and don't typically care about the difference

2) Am not into the whole "surplus marketing" thing 

3) What I eat is just as healthy anyways.

But, nonetheless, I wanted to see what was on the shelves. One product I found today gave me a little surprise. Within the grain and cereals section, there sat some bags of Amaranth.