In my younger and cheaper days I had no reason to shoot 40. Handguns are just range toys for me, beyond the nightstand revolver, so 9mm is great and cost effective. Even though the gun press of the late '80s and '90s pushed the 40 so hard one almost felt the need to apologize for preferring 9mm arms, I stayed with 9. For years my 'collection' consisted of one 9 and one 22. Later in life, I can buy what I want and have acquired more guns. I also reload now, so most handgun calibers are within a few cents per round. But I still like a deal, and wanted to build a P80 Glock just for fun - and have plenty of nines. So I bought a police trade-in G22 and had at it. Trying to resist buying a trade-in P226 in 40 now..
To its ballistics, I like the cartridge. It does have plenty of virtues. Power is certainly there. With light bullets it does a fair .357 mag impression, capable of pushing 155gr. bullets nearly as fast as a 158gr. 357. And the duty load of a 180gr. bullet at 990fps is plenty effective. Being a fairly recent cartridge, its design is informed by the lessens taught by the success of 9mm. I think of it as a scaled-up 9, with the same sort of excellent efficiency and accuracy potential over a useful range of bullet weights.
I also bought several boxes of police trade-in Ranger Bonded 165JHP for cheap. Drastic expansion combined with deep penetration and barrier performance beyond 9mm's envelope, and in a full size gun like my G22 it's as easy to shoot. And you get 15 chances. But mainly it's plated and FMJ reloads for range fun.
Although I haven't yet, I also like that most .40 guns are convertible to .357 Sig with just a barrel. If I buy that trade-in 226 it will get a .357 barrel for sure. More pure fun - like I said I have plenty of nines. And then reload cost is just barely above 9mm.
If I carried it would be a 16 ounce 38 +p or 9mm revolver or a single-stack 9. Even though I know the 40 is a bigger stick, I'd only try to take advantage of that in an open-carry situation where I could use a full size gun. But for fun, I see 40 as having just as much or more going for it than other more-powerful-than-9 cartridges, and the economy produced by range brass and the police trade-in guns and even ammo makes it pretty cheap to play. I like to practice with somewhat powerful guns for fun and to develop recoil tolerance, with 40 and 357 mag being my favorite supplements to a main course of 9mm and 38 special.