@logicgate: The problem Euclid is addressing is to compare the ratios of lengths of line segments. These lengths are not represented in Euclid by numbers, so there is no way for him to compare the quotients of numbers that represent these lengths, by way of cross multiplication. I.e. the only numbers available to Euclid are integers and their ratios, rational numbers, and in general the length of a line segment is a non rational real number, and those had not been invented yet. So in Euclid, two line segments X,Y have a relative size, since they can be compared as to which is longer, but he wants to measure more precisely how much longer one is than the other, or rather what is the ratio of their lengths, without assigning that ratio a number.
What he does is compare that ratio to every possible rational number. I.e. he can take multiples of his line segments and compare those, so not only can he say whether X is less than Y, but for every pair of positive integers n,m, he can say whether mX is less than nY. Thus the ratio X/Y is less than the rational number n/m if and only if the ratio mX/nY is less than 1, if and only if the multiplied segment mX is shorter than nY. Thus given two pairs of lengths X,Y and Z,W, he says they have the same ratio if and only if, for every pair of positive integers n,m, we have mX < nY whenever mZ < nW, and mX > nY whenever mZ > nW, and also mX = nY whenever mZ = nW. I.e. the ratios X/Y and Z/W are the same if the family of rational numbers n/m that are less than X/Y is the same family that are less than Z/W. This is the precursor of Dedekind’s definition of a real number as a “cut” in the family of rational numbers.
When I taught this course to children in a 2 week summer session, I did not have time to treat Euclid's theory of ratios, and so I made up a definition of equal ratios that does use “cross multiplication”. I.e. one has to make up a definition of the statement that XW = YZ, where X,Y and Z,W are pairs of line segments. Since Euclid had treated (equality of) areas of plane polygons, just define the product XxW to be the rectangle with sides X,W. Thus two ratios X/Y and Z/W are equal if and only if the rectangles XxW and YxZ are equal in Euclid’s sense of equidecomposability. Note there is no number assigned to their area; i.e. there is a precise notion that the rectangles have equal size, but that size is not assigned a number. In this sense then, Euclid’s equality of ratios is given a familiar looking form as equality of cross multiplication. Again there is a precise notion of when two pairs of segments have the
same ratio, but that ratio is not assigned a number. (Today we might say the ratio is being assigned an infinite collection of approximating rational numbers, i.e. a single real number.)
Then one can deduce the important Prop. 4, Book 6, that similar (equiangular) triangles have proportional sides, as a corollary of Prop.35, Book 3, that line segments formed by intersecting secants in a circle (hence forming equiangular triangles) define rectangles of equal size. This allows one to treat similar triangles from Book 6, without covering Book 5 on ratios.