Only attempt to remove it when the engine is hot! It's an absolute stubborn b1tch with cold rubbers and you're more likely to crack it.
Here's how I do it and it works every time. Pop the MAF hose off, stick your hand in the MAF hole and pull up. Now pull up the opposite side. Then gently lift up the front 2 corners. The front is the most flimsy, so don't gorilla it. When popping it back on, lube up the rubbers with some silicon grease to make future removal a bit easier.