I've zapped various PICs in my carpeted lab with audible, visible, tangible sparks numerous times. I think I've only actually fried one or two pins on one or two PICs over the last 7-8 years.
But at the same time, I also just got done with a Class 3 Micro-Mini soldering school which put special emphasis on ESD, grounding, etc for about a week.
We got to see really good pictures of the damage that can be caused by sparks that can't be seen, heard or felt.
So, I know it's entirely possible to fry something without even noticing that you just zapped it, but I also know that it's also possible NOT to fry something by zapping it and feeling that lightning bolt course thru your arm and into that silicon.
If the part is installed on a PCB, not much to worry about, plenty of ground paths... If the part is laying on a piece of something with good insulation properties and you zap it without a halfway decent ground, you might do some damage...
I keep a few chunks of copper on my workspace and ground myself regularly (like every change I feel like it) to help out, I also have a cheapo wrist strap, don't know if it actually helps but it makes me feel good.
My two cents...
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