I think for posters on this website who have done and do operate regularly out of PFO, there is an element of sympathy for this crew.
Whilst, for the pretenders, it is easy to imagine that a crew has all the time in the world to peruse the runway in detail before landing, in reality "the office" is moving at 3 miles/min and you are very busy heads-down running check-lists, extending flaps, and monitoring speeds etc. The point being, even on the most visual of days, the B738 is still not a VFR aeroplane and was never designed to be.
Yes - the flight crew screwed up. But, as others have pointed out, the airport layout of PFO lends itself readily to the possibility of this sort of confusion. At the very least, the counter-intuitive layout of PFO is testimony to the fact that others involved in the Swiss Cheese business are often rather less circumspect in their application and dedication to the priorities of flight safety when they know that ultimately it will always be the pilots who are left carrying the can.