Thanks for all the help guys!
Cleaned everything out and found what looked like a small, thicker hair inside the jet, kinda stuck to the tapered portion. It was only about 1/4" long, but I used a pick to dislodge it and it fell out.
Started to reinstall and noticed that, in order to have the opening of the gas line/jet assembly lined up with the opening that leads to the burner, it would be angled upwards. I was like hmmm. So I looked at the pics I took before disassembly and sure enough, thats how it was. I rectified the alignment and now it is aiming straight at the opening to the burner.
Once I got the air out of the line (I previously installed my new regulator cuz I figured it couldn't hurt) it seems better than before! Its always had a bit of a struggle lighting. Now, it lights on first spark. I've tried it 3x....even after letting it sit for about 1/2 hour. Instant light!
I don't know if I've fixed it or even improved it, but it seems like I've at least accomplished the latter.