Using scaled estimates in the DOE platform, the scale is to normalize the actual values of the factors impacting the size of the coefficients. For continuous variables the estimate is centered on the mean and the takes the effect divided by 2. Think of it this way...take a hypothetical model:
Y=b0 + b1X1 + b2X2 + ...+ e
where b0 is the Y intercept (the mean of the data set) and b1 is the slope for X1. The slope (rise/run) is the effect of the factor divided by the change in x (for a 2 level design, this is 2). When you put an actual value in for X1, you don't get the entire effect of X1, only the change from the mean (which is half the effect).
"All models are wrong, some are useful" G.E.P. Box