It's funny, I had previously imagined an idea very similar to Wheeler's "it from bit" theory but I was unaware that it was a real "thing" in theoretical physics until now and thought was just a wild idea I had until I read this article. I think I even brought it up for discussion once or twice on OGPCF and PP.
If you think about it the physical universe closely resembles a binary information storage artifact. In spacetime every single point is either one of two states, vacant or occupied by a fermion (ie matter).
It's pretty wild shit, but if you think about it is not that unusual that the fundamental qualities of objective reality resemble characteristics useful in the technology of artificial information transmission and storage information theory, after all, what is objective reality other than the literal generation of raw data.
In the barrage of raw data that we call existence, a self-conscious biochemical process has emerged that can process, experience, store, and make use of this raw information. The most advanced example of this type of biochemical process is even on the verge of creating an artificial electronic consciousness that will be able to the same but with the potential to do so in a manner that is almost unimaginable from our current perspective. What a f**k trip.