Because he didn't know anything about electrons, and the experiment he did involving rubbing amber and glass rods on fur and silk cloth only showed that something was transferred between the two materials, and that when the material containing the substance was brought near to the other material containing the other substance, the property conferred by the substances appeared to negate. If you read Teaching Introduct…
Suppose that they had realized back then that electricity was going to become one of the most important technologies humans have in the future and decided that they should make a major effort to figure out the direction of the charge so future generations wouldn't get stuck with the wrong convention. All the top scientists, engineers, inventors, and crackpots in the world try to come up with some way to tell. Was the…
This lets you build diodes as a result, so assignment of electrical direction based on that phenomenon would get it correct.
EDIT: in fact with a cathode ray tube you can literally visualise charge direction from looking at a foil wheel being spun in a vacuum: https://m.youtube.com/watch?v=K2G6M3cYJZs