You have to hold it down for a three or four seconds to turn it off but only have to push it down for a second to turn it back on. You can do this while you are moving, you do not have to be in neutral (at lease on my 2011). As stated above, it sounds like someone spilled a soft drink or something sticky because the button is normally "springy".
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2011 Pearl White, Persimmon, Touring, Sport, Navigation, 6sp - PW JDM shift knob, Invidia Gemini CBE, aFe dry filters, HPS intake tubes, JDM fog light, Redline shift boot, LED interior lights, Z1 hood struts, and 30% tint. 
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