We discuss the role of the notion of information in the description of physical reality. We consider theories for which dynamics is linear with respect to stochastic mixing. We point out that the nocloning and no-deleting principles emerge in any such theory, if law of conservation of information is valid, and two copies contain more information than one copy. We then describe the quantum case from this point of view. This paper is dedicated to Asher Peres on the occasion of his seventieth birthday.The fact that Nature allows us to describe itself mathematically, seems even more astonishing than the laws of Nature themselves. In particular, quantum formalism is enigma, which in spirit of Gödel's theorem can not be explained by itself. The lack of clear relation between the description and reality, brings about difficulties in the interpretation of quantum formalism. As one knows, any attempt of objectivisation of the latter leads to a number of paradoxes [1]. This gap between formalism and reality has, in particular, its reflection in Asher Peres's phrase: "the physics is what physicists do in laboratories" [1] and "entanglement is a trick the quantum magicians use to produce phenomena, that can not be imitated by clasical magicians" [2]. But again, why quantum magicians are better than their classical counterparts? This question forces us to adopt the primitive notions which are autonomic with respect to the formalism. In this context two notions seem to be relevant: information and informational isomorphism [3].The recent discoveries [4,5,6,7,8] concerning processing of information in the quantum regime [9] convince us more and more that Landauer's slogan, "Information is physical!" [10], is not empty [11]. The idea that the notion of information should be regarded as a fundamental ingredient in a physical theory was proposed in different contexts [12,13,14,15,16]. However it is not quite clear, what the term "physical" means, in the above context. In fact, there are two opposing pictures of information: i) subjective, according to which information represents knowledge, ii) objective, which treats information (just like energy) as a property of the physical system. This cognitive duality can be surmounted by postulating that any consistent description of Nature, is a sort of isomorphism between the laws of Nature and their mathematical representation. According to this view [3] (called informational isomorphism), although no notion itself is reality, yet it reflects physical reality. Then any theoretical structure, although is not a real thing, is an isomorphic image of the existing reality. In this sense, information can be treated as physical, and it is natural to ask: What are the fundamental consequences of such statement? The problem is by no means trivial, as it concerns the properties of the quantity that we regard