It's not you.
I'm a loyal Alaska flyer, and smell it all the time. It's... quite pungent. Like, it curls my nose hairs.
I find the smell to be worst near the windows.
And it's only on the newer airplanes, the -900ER's. I suspect it has something to do with the newer sidewall treatments, window reveals, shades, etc.
I never notice it on the non-Sky-Interior fleets, like the -700 and -800.