There's no question about the absolute value of the product, only of the sign. You agree that for a and b positive a*b=ab, and that for a positive, b negative for example you have a*-b=-ab. So why would you wonder what -a*-b would be without regard to the sign?
Look at it like this, say the product is an area, and you can visualize the area by taking a on the x-axis and b on the y-axis, with positive a being on the positive x-axis, negative a on the negative x-axis, positive b on the positive y-axis, and so forth, and then erecting perpendiculars from each point so that they meet in their mutual quadrant. If you take -1 on the x axis, and -1 on the y-axis, no one seriously disputes that the area will be other than a unit area. Only the sign needs to be determined which is done as above.