I'm still playing with it - but I had to do a few things (not sure which was the fix, but it appears to work now)
1. Eye-fi Center settings were all jacked. Had to go into photos, videos, and RAW and say save to computer (and save settings). I then went back into each and unchecked the boxes so that it had no settings to transfer raw, photos, and vid. SAVE.
2. In iOS app, went into settings and set all items to off - photo, video, raw. It asked me "Cancel or Remove" which is non-intuitive. I said remove and went back into app.
3. Put card in camera, took a few shots. Connected Direct to Eye-fi card network. Opened iOS APP.
When the transfer started it told me the card was not paired. Went into settings and paired it - then went back into transfers (still in IOS app) and set PHOTOS to ON. Backed out to app - JPGs only transferring now.
Let me know if it works - and sorry for my stream of conscience explanation (instead of specific steps and menu item names and such).