It worked at first because it was new, and it stopped because it stopped being new. That is the whole thing, and it has a name: progressive overload, or rather the absence of it.
A muscle adapts to a demand it cannot currently meet. When you were doing 15 and pushing to 20, the demand exceeded your capacity, so you adapted. Once 40 became something you could do, the demand and your capacity matched, and there was no longer any reason for your body to change. Eight months of the same stimulus is one month of stimulus repeated eight times.
The uncomfortable implication: "40 feels about as hard as it did" is not neutral information, it is the diagnosis. If you had been progressing, the same 40 would feel easier by now. Constant difficulty at a constant workload means constant capacity.