Vanity sizing creeping into outdoor apparel, or is it just me?

4 years ago, I was between medium and large jackets REI brand. 3 years ago I was a straight up medium, last year I was a small, this year I am probably an extra small! I tried on a jacket from them the other day, their new Fall 2018 jacket and the small was too big except the sleeves were a little too narrow and long. I have noticed this with Patagonia, Marmot, and TNF as well (some more or less to some degree) . I been about 6' 160lbs for the last several years and my measurements have not changed as far as I know. Is vanity sizes creeping into outdoor apparel?