block: do not abuse EMEDIUMTYPE

Returning "Wrong medium type" for an image that does not have a valid
header is a bit weird.  Improve the error by mentioning what format
was trying to open it.

Signed-off-by: Paolo Bonzini <pbonzini@redhat.com>
Reviewed-by: Fam Zheng <famz@redhat.com>
Signed-off-by: Kevin Wolf <kwolf@redhat.com>
