Could a low sun reflect in the runway lights, and make them appear to be on?
There are all sorts of markings on a runway, but do we actually look at them?
White runwaymarkings tend to dissapear when you're flying toward a low sun.
And when you're on a final approach you don't look at the big .... numbers, you look at your touchdown zone and the runway as a whole.
Once you've identified the runway, it really takes someone to shake you to make your brain realize you're doing something wrong.