They have some deep linking APIs to start their apps on Android, iOS, or a mobile web site - but none of those will work on Glass. I suppose, theoretically, I can make the HTTP requests to their mobile site as if I were a browser and a user tapping the right buttons, but that it is a lot more brittle than having an API. It will break any time they change their web site.
Being able to say, "OK, Glass,""Get me a ride" and the car shows up would be exciting. "OK, Glass" "Show me the cost and time estimate to go to the Design Center" is just a boring advertisement. Right now their API just allows boring advertisements, pretty much.