diff --git a/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/main/java/io/micrometer/tracing/brave/bridge/W3CPropagation.java b/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/main/java/io/micrometer/tracing/brave/bridge/W3CPropagation.java
index 9d272e1c..20c91c39 100755
--- a/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/main/java/io/micrometer/tracing/brave/bridge/W3CPropagation.java
+++ b/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/main/java/io/micrometer/tracing/brave/bridge/W3CPropagation.java
@@ -15,6 +15,8 @@
  */
 package io.micrometer.tracing.brave.bridge;
 
+import brave.Span;
+import brave.Tracer;
 import brave.internal.baggage.BaggageFields;
 import brave.propagation.Propagation;
 import brave.propagation.TraceContext;
@@ -110,6 +112,27 @@ private <R> void addTraceState(Setter<R, String> setter, TraceContext context, R
         }
     }
 
+    /**
+     * <h3>This does not set the shared flag when extracting headers</h3>
+     *
+     * <p>
+     * {@link brave.propagation.TraceContext#shared()} is not set here because it is not a
+     * remote propagation field. {@code shared} is a field in the Zipkin JSON v2 format
+     * only set <em>after</em> header extraction, for {@link Span.Kind#SERVER} spans
+     * implicitly via {@link brave.Tracer#joinSpan(TraceContext)}.
+     *
+     * <p>
+     * Blindly setting {@code shared} regardless of this is harmful when
+     * {@link Tracer#currentSpan()} or similar are used, as any data tagged with these
+     * could also set the shared flag when reporting. Particularly, this can cause
+     * problems for multi- {@linkplain Span.Kind#CONSUMER} spans. Regardless, setting
+     * invalid flags add overhead.
+     *
+     * <p>
+     * In summary, while {@code shared} is propagated in-process, it has never been
+     * propagated out of process, and so should never be set when extracting headers.
+     * Hence, this code will not set {@link brave.propagation.TraceContext#shared()}.
+     */
     @Override
     public <R> TraceContext.Extractor<R> extractor(Getter<R, String> getter) {
         Objects.requireNonNull(getter, "getter");
@@ -122,22 +145,6 @@ public <R> TraceContext.Extractor<R> extractor(Getter<R, String> getter) {
             if (contextFromParentHeader == null) {
                 return withBaggage(TraceContextOrSamplingFlags.EMPTY, carrier, getter);
             }
-            else {
-                // TODO: the previous implementation always set the shared flag to true.
-                // This is incorrect because it could be a messaging span which is never
-                // shared. Setting it to shared would cause message consumers to all join
-                // the same producer span and make a mess in UI and analysis. Also, some
-                // RPC spans are intentionally not shared. Finally, b3's "don't sample"
-                // "b3=0" is conflated with "not yet sampled" unless you propagate the b3
-                // bits.
-                //
-                // W3C traceparent has no field to indicate shared status, which is why
-                // tracestate exists, to carry the extra data not possible to encode in
-                // traceparent, such as intentionally unsampled, debug and shared flags.
-                // https://github.com/openzipkin-contrib/brave-propagation-w3c has a
-                // correct impl.
-                contextFromParentHeader = contextFromParentHeader.toBuilder().shared(true).build();
-            }
             String traceStateHeader = getter.get(carrier, TRACESTATE);
             TraceContextOrSamplingFlags context = context(contextFromParentHeader, traceStateHeader);
             if (this.baggagePropagator == null || this.braveBaggageManager == null) {
@@ -166,7 +173,6 @@ TraceContextOrSamplingFlags context(TraceContext contextFromParentHeader, String
                     .traceIdHigh(contextFromParentHeader.traceIdHigh())
                     .spanId(contextFromParentHeader.spanId())
                     .sampled(contextFromParentHeader.sampled())
-                    .shared(true)
                     .build())
                 .build();
         }
diff --git a/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/test/java/io/micrometer/tracing/brave/bridge/W3CPropagationTest.java b/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/test/java/io/micrometer/tracing/brave/bridge/W3CPropagationTest.java
index f64f6355..10425050 100644
--- a/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/test/java/io/micrometer/tracing/brave/bridge/W3CPropagationTest.java
+++ b/micrometer-tracing-bridges/micrometer-tracing-bridge-brave/src/test/java/io/micrometer/tracing/brave/bridge/W3CPropagationTest.java
@@ -139,7 +139,7 @@ void extract_SampledContext(W3CPropagationType propagationType) {
         Map<String, String> carrier = new LinkedHashMap<>();
         carrier.put(TRACEPARENT, TRACEPARENT_HEADER_SAMPLED);
         assertThat(propagationType.get().extractor(getter).extract(carrier).context())
-            .isEqualTo(sharedTraceContext().build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -148,7 +148,7 @@ void extract_NullCarrier(W3CPropagationType propagationType) {
         Map<String, String> carrier = new LinkedHashMap<>();
         carrier.put(TRACEPARENT, TRACEPARENT_HEADER_SAMPLED);
         assertThat(propagationType.get().extractor((request, key) -> carrier.get(key)).extract(null).context())
-            .isEqualTo(sharedTraceContext().build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -157,7 +157,7 @@ void extract_NotSampledContext(W3CPropagationType propagationType) {
         Map<String, String> carrier = new LinkedHashMap<>();
         carrier.put(TRACEPARENT, TRACEPARENT_HEADER_NOT_SAMPLED);
         assertThat(propagationType.get().extractor(getter).extract(carrier).context())
-            .isEqualTo(notSampledTraceContext().shared(true).build());
+            .isEqualTo(notSampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -166,7 +166,7 @@ void extract_NotSampledContext_NextVersion(W3CPropagationType propagationType) {
         Map<String, String> carrier = new LinkedHashMap<>();
         carrier.put(TRACEPARENT, "01-" + TRACE_ID_BASE16 + "-" + SPAN_ID_BASE16 + "-00-02");
         assertThat(propagationType.get().extractor(getter).extract(carrier).context())
-            .isEqualTo(sharedTraceContext().build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -176,7 +176,7 @@ void extract_NotSampledContext_EmptyTraceState(W3CPropagationType propagationTyp
         carrier.put(TRACEPARENT, TRACEPARENT_HEADER_NOT_SAMPLED);
         carrier.put(TRACESTATE, "");
         assertThat(propagationType.get().extractor(getter).extract(carrier).context())
-            .isEqualTo(notSampledTraceContext().shared(true).build());
+            .isEqualTo(notSampledTraceContext().build());
     }
 
     private TraceContext.Builder notSampledTraceContext() {
@@ -190,7 +190,7 @@ void extract_NotSampledContext_TraceStateWithSpaces(W3CPropagationType propagati
         carrier.put(TRACEPARENT, TRACEPARENT_HEADER_NOT_SAMPLED);
         carrier.put(TRACESTATE, TRACESTATE_NOT_DEFAULT_ENCODING_WITH_SPACES);
         assertThat(propagationType.get().extractor(getter).extract(carrier).context())
-            .isEqualTo(sharedTraceContext().sampled(false).build());
+            .isEqualTo(sampledTraceContext().sampled(false).build());
     }
 
     @Test
@@ -286,11 +286,7 @@ void extract_InvalidTracestate_EntriesDelimiter(W3CPropagationType propagationTy
         invalidHeaders.put(TRACEPARENT, "00-" + TRACE_ID_BASE16 + "-" + SPAN_ID_BASE16 + "-01");
         invalidHeaders.put(TRACESTATE, "foo=bar;test=test");
         assertThat(propagationType.get().extractor(getter).extract(invalidHeaders).context())
-            .isEqualTo(sharedTraceContext().build());
-    }
-
-    private TraceContext.Builder sharedTraceContext() {
-        return sampledTraceContext().shared(true);
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -299,8 +295,10 @@ void extract_InvalidTracestate_KeyValueDelimiter(W3CPropagationType propagationT
         Map<String, String> invalidHeaders = new HashMap<>();
         invalidHeaders.put(TRACEPARENT, "00-" + TRACE_ID_BASE16 + "-" + SPAN_ID_BASE16 + "-01");
         invalidHeaders.put(TRACESTATE, "foo=bar,test-test");
+        TraceContext actual = propagationType.get().extractor(getter).extract(invalidHeaders).context();
+        TraceContext expected = sampledTraceContext().build();
         assertThat(propagationType.get().extractor(getter).extract(invalidHeaders).context())
-            .isEqualTo(sharedTraceContext().build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -310,7 +308,7 @@ void extract_InvalidTracestate_OneString(W3CPropagationType propagationType) {
         invalidHeaders.put(TRACEPARENT, "00-" + TRACE_ID_BASE16 + "-" + SPAN_ID_BASE16 + "-01");
         invalidHeaders.put(TRACESTATE, "test-test");
         assertThat(propagationType.get().extractor(getter).extract(invalidHeaders).context())
-            .isEqualTo(sampledTraceContext().shared(true).build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest
@@ -337,7 +335,7 @@ void extract_ValidTraceparent_nextVersion_extraTrailing(W3CPropagationType propa
         Map<String, String> invalidHeaders = new HashMap<>();
         invalidHeaders.put(TRACEPARENT, "01-" + TRACE_ID_BASE16 + "-" + SPAN_ID_BASE16 + "-00-01");
         assertThat(propagationType.get().extractor(getter).extract(invalidHeaders).context())
-            .isEqualTo(sharedTraceContext().build());
+            .isEqualTo(sampledTraceContext().build());
     }
 
     @ParameterizedTest