I agree it makes little sense in a literal mathematical take but "it's 9x smaller" or is too much of linguistic advantage compared to "the original is 9x larger" or "it's 1/9th as large" to expect a change with. You don't have to invoke fractions, it keeps the thing in focus as the first subject, it matches the pattern of the inverse statement, and it's just plain short... so that's what people will adapt and interpret the meaning to be.

One other way to map both types of linguistic statement consistently to math is to interpret "9x" as "there is a 9 times difference between these two things" and then "smaller"/"larger" tells you which end of that separation the subject is (rather than specifying whether the multiplication builds up or down).