The weirdest thing about this to me is I was just thinking about the arbitrariness of current North being up the other day and then this article pops up here.
They're reading our freaking brains!
They're reading our freaking brains!
So the conventional association between Upward and Northward is very much grounded in physical reality (for dwellers in the northern hemisphere).
As evidence, see GPS navigation, which shows "forward" at the top.