We consider an adaptive control problem for a homogeneous population of systems that operate in close conditions. Drawing a connection to Design of Experiments (DoE), we study an extremum seeking controller that operates the population economically by either minimizing a group cost or maximizing a group utility. The controller is formalized in full detail within a dynamic setting that extends the previous treatment. The applicability and effectiveness of the strategy is commented upon and supported through different examples. We argue that this class of control systems should be addressed as a design pattern where possible in view of its capacity to enable both simple and effective online optimizing control strategies.