The airport authorities / FAA etc have to take responsibility for these incidents too. Where there is a risk of this type of incident occurring (or when it has previously occurred), a note on a Jepp chart or additional lighting to differentiate the airports may prevent further incidents.
For example, YMML (Melbourne, Aust) vs YMEN (Essendon): YMML has notes on the STARS cautioning the similar runway orientation at YMEN and additional white strobe lights confirming the final approach to YMML are also installed.
As for solely "looking out the window" when flying a visual approach on a modern jet, and not using aids / map display and in multi-crew aircraft for the PNF not to have a look at a DME/height check etc etc.... The 100's of people sitting in the back deserve better than that.