We study the threshold of epidemic models in quenched networks with degree distribution given by a power-law. For the susceptible-infected-susceptible (SIS) model the activity threshold lambda_c vanishes in the large size limit on any network whose maximum degree k_max diverges with the system size, at odds with heterogeneous mean-field (HMF) theory. The vanishing of the threshold has not to do with the scale-free nature of the connectivity pattern and is instead originated by the largest hub in the system being active for any spreading rate lambda>1/sqrt{k_max} and playing the role of a self-sustained source that spreads the infection to the rest of the system. The susceptible-infected-removed (SIR) model displays instead agreement with HMF theory and a finite threshold for scale-rich networks. We conjecture that on quenched scale-rich networks the threshold of generic epidemic models is vanishing or finite depending on the presence or absence of a steady state.