National Fire Protection Agency standard #780 (NFPA-780) is the standard for accepted lightning protection installations, including grounding of the system.
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The appendix provides a risk evaluation to determine if you need a system. (Their evaluation usually results in a "yes").
Trees, or tall buiildings, silos, hills, etc... do provide some degree of protection from direct lightning strikes to nearby lower buildings. They don't protect you from surges coming in on power, phone and cable wires.
On one hand: It's true that providing a low resistance conductive path that reaches up into the sky (a lightning rod on top of your building) is inviting lightning. (It's an easier path for lightning than jumping all the way to ground through air/rain, or through wooden tree, etc..)
On the other hand: If installed properly, it may control the lightning (i.e. keep it in the conductors and distribute it into the ground without raising the voltages on your building structures or your electrical system to the point where things burn or fry.
It's not just the lightning rods that are important, it's also the down conductors and the ground electrode 'system' (example: ground rods, or a loop, or bonded with water pipes, etc..).
Think of the (buried) ground electrode system as having similar function to a perforated drain pipe. The more you have in contact with the ground over a wider area, the less "pressure" (voltage) the system experiences during a strike, and the less likely it will jump off or saturate the soils ability to absorb charges and (flood) "raise the ground voltage" (which should be zero, and which all the "grounded" and plugged in things in your house are connected to) to a level that exceeds their insulation ratings (= fry).
Also, don't put lightning system down conductors (from roof to ground) in a ferrous (steel) metal conduit, unless the ends of the conduits are bonded to the conductor. Otherwise the conduit acts like a choke, not letting the lightning's current through, and it will find other paths.
Some lightning bolts are just too powerful, so there is no one solution that reduces your risk to zero. Surge protection is also another avenue.