When you said "it can go negative, depending on how it is measured.", it was unclear what you meant by "it". Apparently the red "it" refers to the result of a measurement, which could certainly be in error, even a negative value; this is obvious. The blue "it" would appear to refer to the actual value of the ESR, which is never negative. You're using one word, "it", to refer to two different things. A person reading your post could think you were saying that the actual ESR can be negative. I thought so, and apparently KJDS did also.
My point was that the video at about 2:18 shows the ESR of the capacitor at low frequency being about 1 ohm and at the high frequency end it reaches a value of about -8 ohms. This is not just a small error; he's doing something wrong.
Part of what he's doing wrong is using an ordinary resistor with long leads as his 50 ohm reference at frequencies nearing 100 MHz.
Knowing that ESR can never be negative should be a clue that something's wrong when a result of -8 ohms is obtained for ESR.