The small fuel pumps get damaged by the ethanol and start to fail or overheat.
Inexpensive and quite simple to replace.
Another good upgrade is to add a relay and "Prime" button that provides power directly to the fuel pump from the battery connectors on the generator.
Press and hold the button until the Clackity-Clack sounds like poof-poof (sorry for the 'technical' terminology, LOL ) and then let off the button and start your generator.
It will prime the line, confirm proper fuel pump action, alert you to odd sounds indicating fuel or line problems, and lead to much easier and quicker starts after periods of inactivity or travel.
I put up a post a number of years ago with diagrams and part numbers, but no idea if it is still around, but very simple to work out ;)