Im going to guess and say you need to take some of the dash apart to get to the back side of the outlet. Im sure there is a clip holding it in place. Check out the DIY thread for some write ups.

 

remove armrest/storage console. remove plastic with cupholders and plastic around gear shifter. then you can release plastic with power outlets and remove from the inside.

 

Thats what i was dreading:sosad:. I hate that kind of disassembly

 

it's incredibly easy. i think you only have to remove 2 bolts in the console and the rest is good old Toyota, snap in place, plastic. it's definitely worth it if you're hiding a wire or something to that effect. you could have all that plastic out in under 20 minutes.