Could you provide the mathmatical proof that multiplication in Fourier domain is only convolution , when the flipping (of one of the signals/functions) occurs. So, that multiplication is not convolution, when there's no flipping.
See the minus sign:
$$(f * g )(t)\ \stackrel{\mathrm{def}}{=} \int_{-\infty}^\infty f(\tau)\, g(t-\tau)\, d\tau$$ So, if the minus sign wouldn't be there, multiplication in Fourier domain isn't convolution?
$$\mathcal{F}\{f*g\} = \mathcal{F}\{f\} \cdot \mathcal{F}\{g\}$$