I find it the most intuitive when thinking about flying a plane.
If there is one stick to control the plane
Imagine a toy plane on top of the stick
To make the plane climb in altitude you’d tilt the back of the toy plane down and point the nose up. That would mean pulling back on the stick.
Now if you stick a head on that stick. To make it look up it would be the same. Pull back.






It’s just a different perspective
Most people that wouldn’t use inverted y axis for a mouse or joystick controller would fly a plane with a yoke “inverted”. Back goes up, forward goes down.
It’s easier to imagine sitting in a plane
Like it’s easier to imagine controlling a character on a screen if you were sitting in their head with a plane yoke to control. In that case it would be inverted.
Anyone can learn to use inverted y controls. Just it’s not the default everyone learns so it’s not “normal”