On the one hand, Hoffman is just making a standard semiotic or modelling argument. We understand the world through a system of sign. But on the other hand, he looks to miss the crucial thing of the epistemic cut where signs are an actual act of mediation in which a material reality comes an informational interpretation.
So he makes a big thing about reality having no objective features. And that is where he turns into sounding like an idealist, not an indirect realist or pragmatist.
However the semiotic view says there is a real world out there of matter and energy. It is objective, and indeed utterly recalcitrant, in its existence. Then the epistemic cut says there follows an act of translation. With our sensory receptors and habits of perception, patterns of physical energy are turned into informational activity - the signs of our qualitative experience.
Consider an interaction without this translation. Shine some red light on a dead sheep eyeball. All that will happen is that the dead flesh might start to heat up after a while. Energy can make an energetic change and that is as far as it goes. There is no hue to this interaction as such. Saying the light is "red" is a meaningless claim from the point of view of the physics. Red just isn't an objective property of reality while we are talking of it as material being. Whereas light being able to heat up the eyeball is a recalcitrant fact of nature. It just happens.
By contrast, when light falls on a live eyeball, we don't experience the heating but instead the construction of some representational pattern of signs. The visual field is divided in hues, like green and red, that "stand for" some neural circuit judgement about relative wavelength frequency information. Green and red are only fractionally different in wavelength as a physical fact, but are experienced as ontically the exact opposite of each other. It is impossible (in any normal way) for red and green to be found together at the same point of experience. Our circuitry is designed to so that their informational state is signalling one or the other in a logically mutually exclusive fashion.
So the semiotic view is that what we construct is an interpretation of reality where our own biological interests are part of the information that shapes the sign. Evolution doesn't want the sign to be "realistic" in that it is some pure token of the material world - like a reading of a scientist's light meter that wants to give an objective reading of an energy level or wavelength. Evolution wants the sign itself to be a sharply dichotomous judgement.
The receptors have to make a simple decision - say green or say red. Break the complexity of physical energy relations into simple pixels of yes/no acts of discriminative judgement. Then that epistemic cut means we can get on with building up our own fully self interested model of the world.
We have already made the first necessary act of interpretance to separate our interests from the material constraints the world seeks to impose on our physical being. In our little neural cocoon of self interested world modelling, we can then construct a whole realm of plans and ideas founded on our system of sign.
The computer interface analogy Hoffman offers does get at this epistemic cut. Our interests are served by seeing an icon on the screen we can click. We don't want to have to care about all the physical complexity in terms of the hardware actions that a little picture might represent. So when we see a symbol that looks like a floppy disk, what we see is our own desire to save a file. The sign appears to be directly representative of the material,world, yet really it is a fragmentary reflection of our own internal realm of felt intentionality. It is a little bit of us.
The trick is to see how the same is true of all phenomenology, like our experience of hues such as red and green. They are shards of self interested judgement hardwired down at the neurobiological level. Energy and matter are exactly what get left at the doors of perception. Consciousness starts with a logical transformation, an epistemic cut, where a digital decision has got made and now we can talk of a selfish realm of sign.