Just to complete the sentence:What I meant is: if the feedback makes the output drop, then it's negative; and if it makes it raise, then it's positive.
..if the feedback makes the output drop - and when this action was caused by an unwanted output increase - then it's negative.
Thus, negative feedback counteracts (reduces) output changes.
That is the reason for the observed gain reduction caused by negative feedback. But this is a desired effect.