One idea to think about is to consider a typical x-y plane. By convention we think of upwards as “more positive y” and downwards are “more negative y”. However you could draw the x-y plane with the opposite convention for the x and y axis or both and it still works. So now upwards can be “more negative y”. It doesn’t change your idea of “up” or “down”, you just reversed the signs.
So increasing the flow of electrons one way simply makes the current flow “more negative” in that direction – which simply means it is “more positive” in the other. It is simply a sign convention.
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