Before I couldn't imagine how anyone could make this mistake, but now I see it. The pilots were familiar with SFO and knew that there were two runways, but didn't realize the left hand runway lights were turned off, so they had an off-by-one error when choosing the runway.
"Runway 28L was closed to accommodate construction; its approach and runway lights were turned off, and a 20.5-ft-wide lighted flashing X (runway closure marker) was placed at the threshold. Runway and approach lighting for runway 28R were on and set to default settings, which included a 2,400-foot approach lighting system [...]
Both pilots said, in post-incident interviews, they believed the lighted runway on their left was 28L and that they were lined up for 28R. They also stated that they did not recall seeing aircraft on taxiway C but that something did not look right to them."