Of course it can. Those who enter into it should do so with their eyes open. If there's someone you are really interested in, then best to meet them in a one-to-one well away from the crowd making out with each other. It's when true feelings enter into the hook up culture that people get hurt.
The idea is for free sex and no commitment. either you enter into this happily and don't offer a partner anything else, or you are in for a more serious date and this kind of get together isn't right for it. Choose what you're intending: a night of sex that you forget in the morning, or a date that might lead to friendship or much more.