I grind it and put it in soy shakes or sprikle it on my oatmeal. I've found a really good-tasting flax: golden flax seeds. They taste a bit nuttier than the regular dark ones. Now foods has them at a good price. They are also available (at three times the Now foods brand price) through dixiediner.com
I prefer the whole flax seeds, ground fresh, to either the pre-ground flax or the flax oil, because it is fresher and stays fresher longer. As soon as oil hits the air, it starts to oxidize.