It’s intuitive to me - clockwise is forward, and if I’m looking at a list or reading a document then down is forward. If I roll a mouse-wheel down in my right hand it’s also moving clockwise relative to me sitting in the middle of my two hands and looking to my right. If I was left handed it’d be counter-clockwise I guess.

I don’t see clockwise as the direction “up” I see it as forward/progress, and forward depends on where I’m going.