The mathematical proof shared by Jonathan Christensen in the answer below is great.
Here is my intuitive interpretation:
I was also deeply confused when every "simple" explanation out there references the Poisson distribution which is intuitively not right because the underlying process should be a Binomial. I too initially thought that the chi-squared test makes more sense if the divisor is $np_iq_i$ instead of $np_i (i.e. Ei)$.
After reading the proof, I now understand it much better. Long story short, we must not interpret each cell's calculation individually because doing so would cause confusion instead of giving the right intuition. The chi-squared test applies Pearson's theorem as a whole. Did you notice that we have to sum all the cells and not allowed to pick and choose cells (e.g. remove columns/rows that are not of our interest)? The statistic $\sum\dfrac{E_i - O_i}{E_i}$ only converges to $\chi^2$ distribution if all the cells (mutually exclusive and collectively exhaustive) are added together.
Individually, each cell's variance is $np_iq_i$, but all the cells are not independent of each other because they sum up to a total so that by knowing the first n-1 cells, the final cell value is known. That is, the covariance between the cells is not zero. It is actually negative because a large value in one cell means that the other cells need to be smaller to compensate. Following the proof, when you sum up all the cells, the resulting distribution needs to take the covariance into account. The end result is such that (with full two pages of maths) $\sum\dfrac{E_i - O_i}{E_i}$ converges to $\chi^2$ distribution with the degree of freedom as described by the theorem. It is a full integral across all the cells. Removing any would break the proof and render the theorem not applicable.
In summary, don't take the "intuitive" interpretation. There is literally no mention of Poison distribution in the proof. Think of the chi-squared statistic as a single statistic instead of the sum of individual statistics.
Thanks
Daniel