It's not clear that the companies they shopped the idea around to had a shortage of parking.
Queuing costs are costs that the employees who are trying to park are imposing on themselves. A parking fee is a cost that is being imposed on the employees by the employer. It's reasonable for employees to react differently to those costs.
If you're building a widely profitable business (like facebook), the better answer is to just build a larger parking lot. Just like lyft eventually did, and abandoned this bad idea.