Take an integer value x. Flip the sign bit. Do you now have the value -x? On a 2s complement architecture, you do not. In 2s complement, you have to flip all the bits and add one to get -x.
I think his point is that changing a sign bit doesn't affect the absolute value, just its sign. A sign bit has no value itself - it's just a flag. If the representation has a sign bit, you'd have a negative zero.
But the top bit in 2s complement has a value - it's just a negative one (that's large enough to make any value with it set negative). That's not a sign bit! If you change it, the absolute value most definitely changes, and quite substantially.