The reason for this is actually obvious: an IQ test will ask questions of which there is a strong consensus as to what the correct answer should be (like math questions). If you have different teams make different IQ tests with this rule, the rankings of test subjects will prove to be uniform. Different test, same test subjects: similar ranking. It is a reproducible metric. Although none of this proves it measures 'intelligence' as used in everyday conversation. The name is unfortunate, the metric is quite useful.
People have not succeeded in making a reproducible metric of emotional intelligence -- it is currently not even well defined. Unlike the statements in a gossip magazine, which although may not always be factual, they are at least well qualified and defined statements.
"Celebrity X slept with celebrity Y". There is no ambiguity about what that statement means and what would be considered supporting evidence to convince you that the statement is true. Therefore, the gossip magazine is closer to science than the pop-literature about EQ.
What confuses me, is that to take offense to this, one has to be or know a scientist that has or is trying to get funding or work published that hinges on the EQ pop culture buzz, which would be unfortunate, but not damning. One can do real research and move it away from the magical world of speculation and anecdotes. But to explain to a person in that position the value of and importance of the scientific method, is like explaining to a catholic priest that children shouldn't be raped according to the bible. How is this perspective on science at all surprising to you? Is this how far academica has deformed itself? That the core values of science are vague historic details in a mist of career planning?