On the side of the plug(the side under the wires in the pic) has a locking mechanism. if you can dis-engage that, Usually by just squeezing it, the plug should just pull right out.
You are right in not trying to force it.
thanks, hope I don't break something there
good thing my motherboard is "ultra durable 3" as they call it
last time when I had to put a cooler I had to flip it around since I couldn't remove it... that was a pain in the ass hope this time it works (I remember pressing that pin but maybe I didn't press it hard enough or something since it didn't work).