This is actually pretty nice for touchpad. It's atrocious for scrollwheel though.

That's the first thing I fix when I set up a new Mac. Second thing is install BetterTouchTool. It lets you separate mouse and trackpad options, so the scroll wheel can be right and the trackpad backwards.

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I hate how Apple unifies the mouse scroll and trackpad scroll interpretation, so I really love this project: https://github.com/ther0n/UnnaturalScrollWheels

IIRC it's default in Windows and GNOME now too. It's a very strange default.

We use Apple Computers at work and when I go to someone's computer and realize that "natural scrolling" is on I can't help but judge them internally. Monsters.

You have been blacklisted from Apple's job board.

It is not about the wording, rather the having the option? No one would call that direction natural.

cries of apple fanbois on the distance

It's because of joysticks and typical flight controls. Pushing forward goes down and pulling backwards is "pulling up".

Joysticks rules for a long time before the mouse came out. Home computers came standard with joystick ports.

Keyboard controls followed this convention and when mouse controls came into FPS games this was the first instinct... Moving the mouse "forward" looks down.

I hate when games DON'T have the option. In FPS non-inverted makes more sense, but in 3rd person games if I can't invert the camera if just feels unplayable.

Still a setting in any game worth caring about. I still prefer inverted in some cases.

Something like a mounted turret makes more sense inverted if you think of the mouse as an analog of your hand. Moving the handles down would move the tip of the barrel up. This analogy could easily extend to a two handed rifle or even a hand gun if your mental reference is the back of the gun, the handle

perfectly natural

Have you talked to anyone who grew up with smartphones and tablets, then transitioned to computers with a pointer? They will strongly disagree with you.

The mental model we have of “scrolling” is largely a product of our earliest experience.

Gotta be honest as the resident Mac fanboy, it blew my mind that they don't separate this. Natural scroll on trackpads makes sense. Traditional scrolling on mice makes sense. Apparently, if you use a combo mouse/trackpad (like in my case, a laptop with a mouse on the side to prevent RSI) you can only pick one or the other without a third party app.

if you look at the image it clearly shows a mouse moving content.

The wrong way. Scrolling moves the content instead of moving the "camera".

Touch screens move the content. Mouse wheels have always moved the observer/camera. They're pushing the touch scrolling style to mouse wheels too.