Although the fundamental equations of ordinary thermodynamic systems are known to correspond to first-degree homogeneous functions, in the case of non-ordinary systems like black holes the corresponding fundamental equations are not homogeneous. We present several arguments, indicating that black holes should be described by means of quasi-homogeneous functions of degree different from one. In particular, we show that imposing the first-degree condition leads to contradictory results in thermodynamics and geometrothermodynamics of black holes. As a consequence, we show that in generalized gravity theories the coupling constants like the cosmological constant, the Born–Infeld parameter or the Gauss–Bonnet constant must be considered as thermodynamic variables.