Looks like the wrong runway.
http://www.alertnet.org/thenews/newsdesk/N27272288.htm
If this was a case of taking off on the wrong runway, the next question is how long was this crew's layover last night? Were they rested? Did they do a standing overnight with 3 or 4 hours in the hotel before being run back out to the jet?
Oh hell.
I think every pilot's made that mistake, but normally in a small Cessna as a student -- not in commercial aviation. There's normally enough safeguards to prevent it.
My guess is fatigue, last minute runway change, or "just in a hurry" and misheard 35R instead of 35L (or something like that). The tower probably saw it, but only once it was too late.