This is weird. I've been using an AC68P with Merlin for several weeks and NAT Loopback was working with no problem. A few days ago, it suddenly stopped working. The URL I was trying to reach is a web page hosted on a server on my home LAN.
After spending a few hours trying to diagnose the problem, I found this thread. I switched loopback from Merlin to Asus, as Merlin suggested and that fixed it. I'm just really curious why it worked without an issue for weeks before suddenly not working???
Something caused your router's firewall to get itself reconfigured, without reapplying the firewall rules related to the NAT loopback. This is a known limitation of my loopback method, as services such as Aiprotection can potentially reconfigure the firewall without notifying the rest of the firmware (and so making it impossible to reapply the necessary rules). Usually, a simple reboot or a restart of the firewall subsystem would fix it.