Did you read the paper? He reduces information processing down to quantum states and operators, thereby fully reducing the theory to a physical model. I'd call that physics.
When is the reduction - or rather the translation of a problem - to QM, possible and productive?
Sometimes, it is impossible. The planet's orbit stability problem isn't even translatable to QM, at all. Because QM doesn't do gravity.
I doubt it is always productive, even when possible. One could translate the game of tic-tact-toe to QM. But what's the point? A simple look-up table would do. Can we translate the look-up table optimization to QM? Maybe, but it would hardly give us any new insight in tic-tact-toe game.
Max Tegmark publishes a preprint of a paper arguing from physical principles that consciousness is “what information processing feels like from the inside,” a position I've previously articulated on lesswrong. It's a very physics-rich paper, but here's the most accessable description I was able to find within it:
The whole paper is very rich, and worth a read.