I had the same issue with mine GTX 970. I pulled the first half, and it came half out, and then tried to push in the latch and it got stuck. Just tried a couple of times more, by reseting the situation. Push the card back in completely, pulled the latch up from the back, then pulled the card up from the first half, and then pulled it from the back, and suddenly it came out. Those latches get stuck as they keep expanding and contracting due to heat, so can loose shape a little. Be gentle and keep trying from different directions and eventually they will work.