This plug pulls out straight up towards the top of the screen. That is, standing above the top edge of the screen, straight towards yourself. DO NOT pull it ‘up’ 90 degrees from the board it is mounted on! You will deflect it away from the board—like I did, after reading this vaguely written instruction for this part of the procedure….
You can easily remove it by using two fingernails on either side of the plug to gently and slowly lever it out of the socket. BEFORE YOU DO, paint one side of it white or yellow, so you can re-install it properly….