In the final analysis it's not their responsibility to ensure the pilot obeys instructions, although they (ATC) normally observe to see that they do. Could be reasons why he/she didn't or couldn't. From diagram of the airport, it looks like visibility should be good between the tower and the ends of 22 and 26. Unless the tower is so tall that they'd have to stand and lean over to look down far enough, but I wouldn't think so.
There may be a clue on the voice "black box"...if anything was even discussed regarding which runway to take off from...otherwise it will be speculation..
However, if the crew member survives..then perhaps some day he can shed some light also...