Every cable/satellite guide I’ve had is set up that way. I’ve only seen one (at my fiance’s parent’s house) that did what you want and it drove me nuts. To me, it’s less intuitive because other items I have that let you change values on a “wheel” (like a price gun, for example) rotate the same way (move it down for a higher value).
DirectTVs “up” is up on the list as seen on the screen, not up in the numbers.
What’s unintuitive is the near universal standard of a list of anything numbered where the items with the big numbers are at the bottom and those with the small numbes at the top. That forces the decision as to whether “up” means “up according to the item numbers” or “up according to the position in the list”.
Having used it for awhile, I find DirectTVs method more intuitive, not less.
I’m looking at a roster of channels on the screen and up or down moves my cursor up or down in the list. Having had it for 5 years now I have no idea what channel number anything is, nor do I see any reason to learn something as archaic as “channel numbers”. I just scroll until I find the one I’m looking for.