One thing I could imagine is that a standard jlcpcb quote assumes a worst case of 20 sq cm of gold surface and Adafruit get a special deal for a relatively sparse surface area.
Anyway, I am designing something similar, that is a prototyping strip board, mixing horizontal and vertical tracks, but with easy to cut tracks.
Are the benefits of gold significantly higher in this application ?
Some places don't charge extra for gold, like OSHpark and others.
The board you show has no solder mask or any kind of finish, it looks like just bare copper.
Only when you use the Chinese vendors standard offerings. If you want something different as I offen do then the price goes through the roof or there is no real price advantage over other vendors.
If you don't use gold then your only choice is HASL. Will JLCPCB do leaded solder?