RE: why should down mean up?
Let me add my two cents worth here. Aerodynamics say that pressure on one side of the wing causes it to go up or down. The elevator moves to change the distance the air travels over the top as compared to under the bottom of the wing. The elevator control stick, generally speaking in our US Mode of operation, is the right stick. This stick is 'connected' to the servo that controls the elevator. The standard operation, probably set to mimmic controls in a full-scale joy-stick operated plane, called to move the stick back toward yourself to make the elevator go up and cause the nose of the plane to go up (the rear to go down in other words). The opposite happens when pushing forward on the stick, the nose goes down while the rear goes up. The reason this happens, is because of the aerodynamics of the wing and the action of the elevator on the horizontal stab.
So, simply stated, the design was set when someone way back when, decided that the joy stick in a full scale plane is pulled back, the tail goes down while the nose goes up. This is all centered around the plane's Center of Gravity, by the way, and is one of the reasons to have a correctly positioned CG.
Sorry to digress.. just wanted to get that out. It was a subject of a discussion by my instructor when I was learning to fly RC. And, believe it or not, he questioned me before each flying session as to some subject of flying, aerodynamics, lift, whatever. I would get the pop quiz and had to pass before we would fly.
DS.