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Remember that statistical mechanics is based on time reversible mechanics, such as Boltzmann statistical thermodynamics is based on Newtonian mechanics. Newtonian mechanics is time reversal since F = ma for a = d^2r/dt^2 remains the same for t -t. Statistical mechanics is based on adiabatic variations, which in a quantum mechanical setting means that energy levels and states are not destroyed. For quantum field theory and further with stringy black holes there are regularization procedure put in place so that an accounting of these states is possible. The entropy of a black hole is an adiabatic invariant and so the quantum states which compose the entropy S = -k*Σ_{mn}ρ_{mn}log(ρ_{mn}) are preserved. So an accounting of the degrees of freedom for a system is correctly performed. So on a fine grained level there is no loss of information. On that level Lubos is right, but there is still entropy associated with gravity or the area of black holes. Lubos is citing situations where we have a fine grained accounting of states invariant under adiabatic variations.
Where things get sticky is with the large scale and black holes. An exterior observer can't readily observe the quantum states which compose a black hole, and certainly can't enter the BH interior and bring back a report. So in effect there is a coarse graining which occurs here. Now suppose you have a spherically symmetric distribution of matter that has a black spherical "cloak" around it. This cloak is a sort of Gaussian surface we imagine that has been painted black. Birkhoff's theorem tells us the gravity field of this distribution is that of a Schwarzschild black hole, and we conclude that the entropy of states inside this black Gaussian surface is given by the Bekenstein entropy S = k*A/4L_p and A = 4π(GM/c^2)^2. Now if we peel off the black surface and look inside this has no bearing on the physics of gravity, even if we can make now an accounting of matter-states in the spherical distribution --- say it is some elliptical galaxy. This means from the perspective of gravity the entropy is the same --- which is the nature of the entropy force of gravity. Gravity is "blind" or coarse grained with respect to the particular distributions of matter-fields, which can be a star or the strings tied to the stretched horizon of a black hole.
So the area theorem of black holes dS/dt ~ dA/dt >= 0 in classical gravity or general relativity still tells us that on this coarse grained setting there is a thermodynamics to gravity. So in a curious way we can have our cake and eat it too. We have a field theory which is causal and preserves information, but which on a large scale, coarse graining or equivalently a classical treatment of black holes obeys the laws of thermodynamics and dS/dt >= 0.
Cheers LC