OK then think about this:
Lets assume you control your temp by some liquid witch has some temperature x, its more than you wanted product temp y. Liquid goes to heat exchanger where you heat you product to desired temp. Now you measure the product temp from output side of that exchanger.
It heats up too much, over temp y. Now the PID controlling the valve controlling the flow of heating liquid does its trick and controls that valve, now in witch direction does that valve go?