That interpretation wasn’t what I intended. I intended the weaker “I can’t imagine it winding up any other way”. It’s not inevitable as a mathematical consequence.
If we start with the counting numbers and formulate multiplication as repeated addition, 2x3=6. We can arrive at this conclusion by constructing a model of natural numbers, or from an axiomatic approach. If we decide that we want to introduce negative numbers, we are going to end up with a different model or a different set of axioms to accommodate them.
The conclusion that (-2)x(-3)=6 is obvious only in the sense that our choice of axioms for negative numbers is obvious—it just seems like the right way to define negative numbers. For example, your proof relies on the distributive property of multiplication… something that we chose to preserve in our axioms. But we were not forced to preserve this axiom when defining negative numbers, hence it is begging the question. Just because an axiom is part of our formulation for natural numbers does not mean it is part of our formulation for positive and negative numbers.
For more information on this topic, the “transfer principle” article on Wikipedia is really interesting. It dives into other extensions of numbers, such as the hyperreals. This principle is the missing ingredient here.