That's just it though.
Yes, separating symbols/descriptions from the physics is a common conflation, rightfully avoided and called out here, but I think you might be overcorrecting unconflating the concepts too much.
Quantum information is strange precisely because the theory treats information-like relationships as physically consequential.
Entanglement, path dependent stuff, cloning theorum, black hole information paradox... There are so many areas you run into where its information-centric descriptions appear to fit unreasonably well.
Again, I'm not saying the symbolic representation is "real" per se (not saying it's not either, I simply don't know what it is).
I agree bits are just nomenclature, but I don't agree that "bits" and "information" are the same thing. Like distance, "information" has a deeper and general architecture to it.
And it's also weirdly physical in places that I wouldn't expect it to be, for reasons I simply don't understand at the moment.