Affiliate Marketing Secrets

I’ve been reading up on them, and understand that these are some of the “rules” for protecting legitimate business interests in a non-compete:
1. Protecting Trade Secrets
2. Maintaining valuable confidential business or professional information
3. Preserving relationships with specific prospective or existing customers, patients, or clients
4. Defending goodwill associated with an ongoing business or professional practice, by way of a trademark, geographic location, or marketing/trade area
5. Maximizing Investment In Extraordinary Or Specialized Training
I’m having trouble understanding number 4 only. Can someone please provide a brief explanation of what it means?
Thank you so much!