The thin lens equation for focus distance is: 1/f = 1/d_o + 1/d_i , where f=focal length, d_o=object distance, and d_i = image distance.
If we take d_i = f + e, where e = extension past infinity, then we can rearrange it to get an equation for the extension:
e = f^2 / (d_o - f).
For longer distances, d_o >> f, so: e ~= f^2/d_o,
so the extension past infinity is inversely proportional to the object distance.
The amount of turn of the focus ring is linearly proportional to extension past infinity for unit-focusing lenses (but not for lenses with internal focusing, or an internal floating element). This means that the amount of turn goes as the reciprocal of the focus distance, at longer distances. Thus, halfway between the 10-meter mark and infinity is the 20-meter mark; halfway between the 20-meter and infinity is at 40-meters; and so on.