make CEPH_BUILD_VIRTUALENV=/tmp TESTS=ceph-detect-init/run-tox.sh check
sets the CEPH_DETECT_INIT_VIRTUALENV environment variable
CEPH_BUILD_VIRTUALENV=/tmp make TESTS=ceph-detect-init/run-tox.sh check
does not because Makefile-env.am overrides it.
Do not set CEPH_BUILD_VIRTUALENV in Makefile-env.am so the variable from
the environment can be used. Require that CEPH_BUILD_VIRTUALENV has a
trailing slash so that the default is just an empty variable.