Consider a vector space $V$ and its (orthogonal) subspaces $W$ and $U$. If $A$ is a matrix representing the linear map $T: V \rightarrow W$, and we want to project an element of $U$ onto $W$, why is our projection matrix defined as it is?
If we have an element $b \in U$, then its projection onto $W$ is $P = A (A^T A)^{-1} A^T b$, but if we look at what the actual vector that we're looking for is, it is $(A^T A)^{-1} A^T b$, without the left-multiplier $A$.
In Gilbert Strang's 'Introduction to Linear Algebra', he also writes:
"The $\textit{projection}$ of $b$ onto the subspace is $\textbf{p} = A \overline x = A (A^T A)^{-1} A^T b$"
Why the multiplication by $A$? The requested vector is already found, and it is $\overline x$, not $A \overline x$.
Edit: Difference between orthogonal projection and least squares solution is another thread with the same question that I found that clarified my misunderstanding. Specifically Chad's answer. Our $\overline x$ is simply the solution to the equation $A \overline x = p$, so of course the projection must be left-multiplied by A.