Koll will obviously get some sort of decent contract, but I have to agree that she probably won't break the bank. I think companies make their decisions based on more than just PRs -- they look more generally at the athlete's track record. Someone with identical PRs to Koll but who won (or was top three) at Foot Locker, competed at World Junior XC, made an immediate impact in college and so on might command a higher premium. Koll sort of reminds me of Scotty Bauhs -- someone who made incredible strides in the last couple years of college, enough to make a pro career possible, but not enough to convince you that they'll be contending for international podium finishes.
(Of course, Koll could well continue progressing and run 30:00 for 10K. But in a game of probabilities, you bet more heavily on someone who's been a winner at every level.)
Also, it's worth noting the difference between base salary and take-home. If you're a track runner, subtract your agent's cut, your travel and accommodation expenses to get to Europe and so on, your therapy bills, etc. If you're a road runner, add the prize money you pick up, particularly on the U.S. championship circuit (but give up your dreams of Olympic medals except in the marathon), plus appearance fees if you run well. So depending on their approach, someone with a $50k base salary could be taking home $20k or $200k.