The scroll direction on MX Master 3 is not the same as Apple Magic Mouse or any cable mouse when using accessibility zoom function on Mac.

The natural scroll direction is mimic to finger scroll on touch screen like iPhone/iPad on which moving finger up/down will move content up/down.

On mac, there is an accessibility feature to zoom screen content. It's used by a modifier key and mouse wheel.

Correct: Wheel up->Zoom in(enlarge content), Wheel down->Zoom out(narrow content)

But MX Master 3 is opposite.

I hope the description is clear to you.