ESP button replacement 2004 A4

O.K...I posted a few days back about the ESP button/switch bubbling and peeling (2004 a4 ). I was able to get a new switch mechanism from the dealer but I can't seem to get the old one out. When i picked it up in parts they told me that some of there guys used a dental pick to help them remove. They made it seem really easy, like it would just pull out. Well it isn't just pulling out.

Does anyone know how to remove this? Do I need to remove the small item/coin tray as well? They seem to move together but they are 2 different pieces. If so, how?

Thanks in advance!