counter-intuitive

So, if I asked you to make a list of numbers from one to 10, you'd do this, right?

1
2
3
4
5
6
7
8
9
10

Then why, on all of the buttons in my house relating to a visual screen of numbers -- my oven, my television remote, etc -- do I have to push the up button to get a higher number?

If there were no screen, there'd be no problem. But when I see a number and I want a higher one, my brain says "push the down button" because the higher number is down the list.

It's just wrong.