If the -tau in g(t - tau) is were positive instead, it would be something that is called http://en.wikipedia.org/wiki/Cross_correlation" .
One thing you may know about convolution is the output of an LTI system is the convolution of the input signal with the impulse response of system.
Let's say f is the input and g is the impulse response of the system. So, if f(tau) was an impulse at tau = 0, the output of the system should just be g(t), and the convolution integral is also equal to g(t). But what if the input f(tau) was instead an impulse at tau = 1? Then, I would expect the same response, only delayed by 1, so the response should be g(t - 1). The convolution integral in this case is equal to g(t - 1), just like I would expect.
If instead we used the cross correlation of the impulse at 1 and g, the integral would be equal to g(t + 1).