The confusion arises because the same word ('hierarchy') is used in two different contexts to describe different things. The 'hierarchy principle' is assumed by screening designs. It says that the effects of factors tends to decrease as the order increases. So third-order effects tend to be smaller than second-order effects and can be ignored. 'Model hierarchy' is a statement about the structure of the linear predictor. It says that a hierarchy of terms exists when one term is present in another term. So a linear predictor such as β0 + β1*X1 + β2*X2 does not exhibit model hierarchy but another linear predictor such as β0 + β1*X1 + β2*X2 + β12*X1*X2 does exhibit model hierarchy.
(The 'heredity principle' that is also assumed by screening designs says that active higher order terms tend to involve factors that exhibit active main effects.)
Model hierarchy is important. I wrote an article about it for the JMPer Cable newsletter years ago. In the second case above, it is not illegal to remove the β1*X1 term or the β2*X2 term, but it is not advised. Hence, JMP allows this action but warns you not to do it. Why maintain the model hierarchy? Because if you change the scale of your factors, you necessarily change the structure of the model. Some terms will disappear. New terms will appear. People do not like surprises.
But you never change the factor scale! Well, you might. The regression analysis of a DOE is based on centered and scaled factor levels known as 'coded levels.' So the parameter estimates are based on a predictor scale from -1 to +1. You can back-transform or un-code the factor levels so that the parameter estimates are in terms of the real scale. Not an unreasonable desire. Well, you will necessarily change the structure of the model from what you selected to something else.