Okay everyone, I got mine yesterday and installed it last night in about 10 minutes. Easy job (if you are comfortable working with car interiors).
Basically, you start by removing the lowest panel on the dash console (the one with the seat warmers). This pulls straight out - I found it easiest to get out by slightly opening the sliding tray above it and putting my fingers under to slowing pry it out. This can then be over on the driver's side (no need to unattach cable). You can now unscrew the shifter knob. Thereafter, the lower level (big flat part) just unsnaps out (held in place in the corners). From there, the rest is obvious (but note the removal of the cover on the slider of the ashtray unit - you'll see what I mean). The rule of thumb is don't force anything too hard (it should come out fairly easy), and always use an electrical-tape wrapped screwdriver if you have to (gently) pry into tight corners.
I am so glad I did this, that ashtray before was just wasted space. Now I have a spot for glasses, cards, cellphone, etc. A great mod, highly recommended! :D