Well, if you want the shoe company to come looking for you, I'd say <2:16. But if you run maybe <2:23, you could start writing/making phone calls and talk your way into some free gear.
Many, if not the majority, of guys gunning for the OQ standard are not "pro" runners (with any type of salary from the sport).
It may be worth it to start aligning yourself with other groups that can support you in some way. Some local running clubs siphon money towards their competition team, and any running store worth their salt will hook up a truly competitive runner. Certain race directors will give you free entry, maybe even a little more.