Consider 3 x 2. If we take that approach, it seems ok - we understand it to mean "add together 3 2's" - 2 + 2 + 2, which gives the correct answer of 6.
What about -3 * -2? What does it mean to add a negative number of times?
What about pi * pi? What does it mean to add something pi times?
What about the matrix M * the matrix N?
etc. The parent's point is that this repeated addition thing is just an algorithm one can use to calculate a multiplication for some operands, specifically whole numbers, not a general definition of the operation of multiplication.