The landlords will get paid for the land. The 10% is for the areas the pipe goes through, maybe a 100 km edge along the pipe. The theory is: your pipe effects every aspects of our life, disturbs wild life,environment, etc etc. In Canada, native people claim they own everything, so they want a piece of everything.
It may be very different than in US. However, the Keystone was voted because it goes by a lake in Nebraska, and the people around the lake are opposed to it, so in a sense, it is the same in both countries.